Presented at the American Pets Alive No-Kill Conference 2014.

1. Introduce yourself and give a brief overview of the Dog Marketing team:
The Austin Pets Alive! Dog Marketing team is responsible for making sure the animals get in
front of as many potential adopters as possible! We do this through a number of channels,
and each one is extremely valuable to our efforts.
Our volunteers spend countless hours getting to know all of the dogs in the program, writing
their bios, taking their photographs and videos, and making sure that they get maximum
exposure.
The Dog Marketing Leadership structure includes:
• Dog Marketing Manager
• Writing Coordinator
• 2 Photo/Video Coordinators
• Database Coordinator
• RescueGroups Coordinator
• Craigslist Coordinator
The Dog Marketing volunteer team includes:
• Biographers
• Dog Interviewers
• Photographers
• Videographers
• RescueGroups Posters
• Craigslist Posters
1

2. Explain
that
we
believe
that
every
dog
deserves
the
best
marke7ng
available
and
we
do
our
best
to
give
it
to
them!
2

3. Explain
that
bios
are
one
of
our
main
marke7ng
components
and
if
wri<en
correctly
gives
a
poten7al
adopter
a
chance
to
truly
feel
connected
to
a
dog
–
without
even
mee7ng
them!
Note
that
we
work
with
bios
in
two
ways:
interviewing
on-­‐site
dogs
and
working
with
fosters
to
get
the
informa7on
we
need.
3

4. Interviewing On-­‐site Dogs
We
always
encourage
our
big
brothers/big
sisters,
adop7on
counselors,
behavior
team
members,
etc.
to
send
informa7on
to
Dog
Marke7ng
as
they
learn
more
about
a
par7cular
dog,
but
we
have
a
team
of
people
that
are
specifically
work
on
gathering
informa7on
about
the
dogs
that
we
have
at
site.
Our
dog
interviewers
will
visit
par7cular
dogs
that
need
a
bio
and
spend
some
7me
with
them.
We
encourage
them
to
speak
with
the
dog
counselors
at
site
to
find
out
any
background
informa7on
they
may
know
about
(Were
they
owner
surrenders?
Do
we
know
if
they
are
housebroken?
Do
they
like
kids/cats/dogs?).
The
dog
interviewers
then
take
their
compiled
informa7on
and
fill
out
an
online
form
that
contains
a
series
of
ques7ons.
Once
submi<ed,
this
form
and
all
of
the
informa7on
is
automa7cally
sent
out
to
our
wri7ng
team.
Note
that
a
copy
of
this
ques7onnaire
is
included
in
the
marke7ng
sec7on
of
the
guide
they
were
provided
with.
AOer
the
informa7on
is
distributed
to
our
wri7ng
team,
we
ask
that
a
writer
claim
the
bio
by
signing
up
on
our
Bio
sign-­‐up
spreadsheet.
This
keeps
our
team
from
duplica7ng
efforts
and
ensures
that
we
can
easily
track
who
is
working
on
what.
Writers
are
asked
not
to
claim
more
than
two
bios
at
a
7me
in
order
to
give
everyone
on
the
team
a
chance
to
write
and
we
ask
that
bios
are
submi<ed
within
48
hours
of
being
claimed.
Explain
that
our
wri7ng
team
is
also
encouraged
to
u7lize
a
database
kept
by
our
Big
Brothers/Big
Sisters
program
called
Dog
Diaries.
The
Big
Brothers/Big
Sisters
are
asked
to
rou7nely
enter
informa7on
about
their
li<les.
Entries
can
include
great
details
like
whether
a
dog
loves
to
play
fetch
or
frisbee,
or
poten7al
dietary
needs,
or
special
behaviors
that
will
need
to
be
addressed
in
a
home.
These
details
can
help
give
a
bio
that
extra
person
edge
that
would
bring
a
poten7al
adopter
in
to
meet
the
dog.
Working with Fosters
As
soon
as
a
foster
gets
a
good
feel
for
the
dog
they
are
fostering,
they
are
also
asked
to
fill
out
the
online
form.
We
ask
fosters
to
focus
on
specific
behaviors
that
they
have
no7ced
about
how
a
dog
acts
in
a
home
and
any
special
needs
that
the
dog
may
have
(to
be
in
a
home
with
another
dog,
that
they
will
need
help
with
po<y
training,
etc.).
The
online
form
also
provides
fosters
with
a
place
to
a<ach
up
to
three
photos
and
a
video.
Essen7ally,
it
is
a
one-­‐stop
shop
for
fosters,
which
helps
streamline
the
submission
process.
4

5. Great
photographs
and
videos
can
mean
the
difference
between
an
animal
that
gets
no7ced
and
one
that
gets
passed
on
by.
We've
had
animals
on
our
website
for
weeks
with
no
inquiries
that
have
go<en
interest
as
soon
as
a
great
photo
and/or
video
was
posted!
Never
discount
the
power
of
videos
and
photographs
in
increasing
adop7ons!
5

6. Who can take photos
Explain that anybody can take photos! The digital age has put cameras in the hands of just about
everyone and you never know who is going to be in the right place at the right time to capture that
perfect moment. A balance of photographers and regular volunteers with their cameras is the key to
having a well-rounded collection of profile photos. Good photographers play a very important role in
getting good shelter photos, but it’s important to use the resources that they have available. Never
discount the impact that a great instagram photo can have.
Encourage attendees to recognize that someone is out there experiencing an amazing moment with a
shelter dog. It’s about ensuring that people know that they can share those photos with the marketing
team.
Getting great photos
• The most emotional pictures are the ones where the animal is looking right at you.
• Try to get some pictures at eye level with the dog. Don’t be afraid to get down low to their
level. (ie, on the floor, etc)
• If the animal has some funny, beautiful or unusual aspect, try to get a shot of that. For
example, if their tail is really unusual, get it in the picture!
• If the dog wants to come too close to you (or runs away from you), use a leash to tie them to
something. Often the dog will sit down and look at you funny.
• Be patient – just follow them around for a while and let them relax. Eventually you will be able
to get a good shot.
• If the animal is very active, put your camera on ‘action’ mode.
• Outdoors around 10 a.m. or 3 p.m. has the best lighting.
• Try not to take pictures outdoors in direct sunlight.
• Use a treat or a squeaker toy to get their attention.
• Sometimes it helps to have someone stand right behind you or over your shoulder with either
a toy or a treat.
• For the best pictures, make sure they are looking at you and not at the other person!
6

7. Scroll through the photos one at a time and ask the audience what stands out
about each photo to them. Ask them if they feel drawn to the dogs; would the
photo make them think about looking at the dog’s profile?
What kind of photos to use
Our system allows us to post three photos of every dog, so we try to post a
close-up, a full-body shot, and an action shot or something that really shows
off the dog’s personality (working agility, playing with a tennis ball, etc.).
How to submit photos
Dog Marketing manages a SmugMug gallery that allows volunteers to upload
all of their photos. Then we ask that they notify the dog marketing leadership
team that they have uploaded photos and we go and upload the photos to the
dog’s profile. This allows us to keep a catalog of all of our photographs for use
in a variety of marketing efforts.
7

8. Explain
that
dog
videos
are
extremely
important,
because
they
show
the
dog
in
ac7on.
While
bios
and
photos
can
paint
a
picture,
a
good
video
brings
the
dog
to
life!
8

9. Basic Video Tips
•
Let
the
dog
get
comfortable
before
you
start
shoo7ng.
Your
video
will
be
more
personable,
because
the
dog
will
be
comfortable
interac7ng
with
the
camera.
•
Try
to
get
some
footage
at
eye
level
with
the
dog.
Don’t
be
afraid
to
get
down
low
to
their
level.
(ie,
on
the
floor,
etc)
•
If
the
animal
has
some
funny,
beau7ful
or
unusual
aspect,
try
to
get
some
footage
of
that.
Highlight
their
most
unique
features!
•
Let
the
dog
run
towards
the
camera
if
they
want
to.
Dog
noses
=
cuteness!
•
Make
sure
the
dog
has
something
to
interact
with
(ie,
a
tennis
ball,
squeaky
toy,
swimming
pool,
etc).
•
Show
off
what
the
dog
already
knows
(sit,
stay,
shake,
etc.)!
•
Don’t
worry
about
external
noises
when
shoo7ng
your
footage
–
you
can
edit
that
out
and
add
royalty-­‐free
music
over
the
video.
Explain
that
it
really
helps
to
have
someone
help
handle
the
dog
while
shoo7ng
video
footage
(throwing
a
toy,
giving
a
treat,
and
showing
off
the
dog’s
tricks).
9

10. Extraordinary Videos
•
Great
videos
use
voiceovers
from
the
people
that
know
the
dog
best.
•
They
show
off
the
dog’s
great
traits,
but
also
note
things
that
poten7al
adopters
need
to
know
(no
cats,
etc.)
•
They
are
essen7ally
a
visual
bio.
Ask
a<endees
if
anything
else
stood
out
to
them
about
this
video?
Did
they
connect
with
it?
10

11. APA! Website
We
market
dogs
on
the
website
in
the
following
ways:
•
Featured
Dog:
We
feature
a
single
dog
on
the
main
page
of
the
website
to
bring
special
a<en7on
to
them.
We
also
coordinate
other
marke7ng
efforts
to
highlight
the
same
dog.
•
Individual
Dog
Profiles:
Each
profile
contains
3
photos,
a
video,
and
a
bio.
The
bio
can
include
any
extra
video
links
•
Blog
Posts:
Occasionally,
we
write
a
special
blog
post
that
highlights
a
dog
that
needs
some
extra
marke7ng
a<en7on.
These
posts
give
extra
informa7on
that
is
not
included
in
the
bio,
extra
photos,
and
poten7ally
extra
videos.
Craigslist
Most
of
our
dogs
get
posted
to
Craigslist.
Each
dog’s
post
includes
a
special
catchy
headline,
their
bio
informa7on,
their
photos,
and
a
video
(if
available).
Each
post
also
includes
informa7on
that
directs
poten7al
adopters
back
to
the
Aus7n
Pets
Alive!
website.
RescueGroups
RescueGroups
uploads
each
ad
to
more
than
100
adop7on
lis7ng
websites,
including
Pefinder
and
Adopt-­‐a-­‐Pet.
Foster Billboard at HQ
We
post
special
flyers
for
the
dogs
in
foster
at
our
main
adop7on
loca7on
to
ensure
that
they
get
publicity
with
all
the
foot
traffic
we
get.
These
flyers
include
a
photo
of
the
dog
and
bullet
points
that
highlight
the
dog’s
best
traits.
Kennel Flyers
We
decorate
each
dog’s
kennel
with
a
very
colorful
laminated
flyer
that
include
a
catchy
headline,
a
photo
of
the
dog,
and
the
dog’s
bio.
Social Media Channels
• YouTube
Channel –
We
upload
all
of
our
dog
videos
to
the
organiza7on’s
YouTube
channel.
• Instagram
Account
–
We
try
to
highlight
one
dog
each
weekday.
• Twi<er
Account
–
While
our
PR
team
handles
the
organiza7on’s
twi<er
account,
the
Dog
Marke7ng
team
has
the
ability
to
highlight
par7cular
dogs,
and
share
special
photos
and/or
videos
11

12. Explain
that
we
have
specific
tools
that
we
use
to
streamline
our
marke7ng
processes:
Google Groups
Each
group
of
volunteers
within
the
Dog
Marke7ng
team
has
its
own
Google
group
to
ease
communica7ons.
Dog
Marke7ng
leadership
uses
these
groups
to
send
important
informa7on,
updates
and
requests
out
to
the
teams.
The
volunteers
use
these
groups
to
let
other
team
members
know
when
they
are
covering
specific
dogs
or
if
they
need
help
with
something.
Dog MarkeLng Wiki
Our
Dog
Marke7ng
Wiki
is
an
online
resource
that
Dog
Marke7ng
volunteers
can
access
to
get
informa7on
on
our
team,
processes,
and
examples
of
successful
submissions.
Master Dog MarkeLng spreadsheet
This
spreadsheet
tracks
every
dog
in
the
program,
their
current
status,
and
specific
dates
in
which
bios/photos/videos
were
posted
and/or
updated.
We
use
this
informa7on
in
many
ways,
but
it
gives
us
an
at-­‐a-­‐glance
way
to
know
which
dogs
haven’t
had
their
profiles
updated
in
a
while.
Bio/Photo/Video Needs spreadsheet
This
spreadsheet
is
available
to
all
APA!
volunteers
and
profiles
an
easy
way
to
determine
which
dogs
need
what.
We
use
four
statuses
to
determine
needs:
Incomplete,
Update
Needed,
Complete,
and
In
Progress.
We
also
provide
the
top
5
priori7es
for
each
marke7ng
area,
a
list
of
the
5
longest-­‐stay
dogs,
and
a
list
of
resources
that
will
help
volunteers
help
us
(SmugMug,
Dog
Diaries,
and
Bio
Sign-­‐up
links).
Bio Sign-­‐up spreadsheet
Ensures
that
writers
don’t
duplicate
efforts
and
allows
us
to
track
which
bios
are
in
progress
at
all
7mes.
Dog MarkeLng Volunteer Manual
Provides
direc7ons,
7ps,
and
tricks
for
all
dog
marke7ng
photographers
and
videographers.
Explain
that
copies
of
most
of
these
tools
can
be
found
in
the
appendix
of
the
marke7ng
sec7on
of
the
materials
provided
to
them.
12